An analysis was carried out on the consumption pattern of duck and duck products among people of Kerala. About 285 consumers were selected for the study and an expost facto research design was adopted. The study revealed that most of the consumers started eating duck and duck products during their child hood onwards and preferred beef, duck, fish and chicken to mutton, chevon and due to their food habit and low cost compared to mutton and chevon. Health consciousness and religious restrictions are playing an important role in the consumption of beef and pork. Most of the consumers consumed meat four times a week. The chicken, duck and beef has more market potential so duck and broiler production has to be increased in order to meet the demand since most of the unproductive cattle are being transported from neighboring states. Most of the people preferred to purchase fresh and hygienic duck meat but due to non availability of clean meat shops, they purchased it from road side shop. The people were not aware of the availability of different types of duck meat products. The livestock farmers, marketing agencies and extension organizations should taken in to account the various determinants such as preferences, choices, habit, affordability, traditions while formulating marketing strategies for duck and duck products.
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